Sneaky Pete's brings oat-based beverage to masses

Sneaky Pete's, which officially made its debut back in March, utilizes a proprietary oat bran concentrate and features erythritol and rebaudioside-A as primary ingredients to provide consumers with a way to get their fiber intake via a great-tasting beverage, the company said.

"The average adult struggles to get the minimum recommended daily fiber; it's a serious problem," Sneaky Pete's Beverage founder and CEO Pete Stilianessis said. "For me, the American Dream means finding ways to help people lead healthier lives, while enjoying great-tasting food products."

Sneaky Pete's was brought to market by Keen Marketing and Manufacturing, a company founded by Stilianessis' childhood friend Jerry Bello.

"Sneaky Pete's meets a demand in the market that hasn't before been met. We're proud to help bring such a wholesome and innovative beverage to market," said Bello, who also serves as CEO of Keen.

Sneaky Pete's touts 40 calories per serving and is available in Apples Away, Peach Perfection, Grape Escape, Raspberry Beret and Mango Mystique flavors. The line is available at such retailers as Albertsons, Genuardi's, Giant Eagle, Hy-Vee, King Soopers, Meijer, Safeway, Von's and more.